Apple Pay launches in India with Axis Bank, PayU, Razorpay partnerships

Apple Pay has launched in India, enabling iPhone, iPad, and Apple Watch users to make contactless payments at participating merchants. The service is currently available to Axis Bank Visa and Mastercard credit card holders, with PayU embedding it across its merchant network and Razorpay allowing OTP-free checkout through Face ID or Touch ID.

This launch follows years of anticipation. Earlier reports suggested Apple was exploring entry into India, though details about timing or partnerships remained unclear. The current approach focuses on credit card users, a segment that represents a fraction of India’s payments activity. UPI, which handles billions of transactions each month, is free for consumers and widely accepted by merchants, making it the default choice for most users.

The choice of partners reflects a cautious strategy. Axis Bank is a natural fit, given its credit card business and digital focus. Razorpay’s OTP-free feature simplifies transactions, though it’s unclear how many merchants will adopt Apple Pay over existing options. The lack of involvement from other large banks could limit early uptake.

Apple’s entry comes after competitors have already established strong positions. Apple’s brand may attract some users, but it’s not evident what advantage it provides beyond a slightly smoother experience.

The long-term success of Apple Pay in India may depend on whether it expands beyond credit cards. Historically, Apple has kept its ecosystem closed, but India’s market might require adaptation. If Apple Pay remains limited to credit cards, it could appeal mainly to a smaller, higher-spending group rather than becoming a mainstream option.

For now, the launch appears more like a trial than a full push. Apple seems to be gauging interest among its existing users before expanding further. In a market where scale matters, a partial rollout may not be enough. The coming months will show whether Apple can turn its brand strength into real usage—or if it will struggle to stand out in India’s competitive payments space.

Sources: yourstory.com